Hooters has fallen on hard times. While other so-called "breastaurant" chains like Twin Peaks have actually seen their sales grow recently, the brand that pioneered the concept in the '80s has struggled to expand beyond its "Delightfully Tacky, Yet Unrefined" image. What is the company to do? It's trying to "contemporize," according to AdAge, which means bringing in Eastbound & Down director Jody Hill to produce a few new TV spots, one in which a lifeguard makes a hand gesture that will be familiar to viewers of the HBO series. Hooters is trying to lure in a younger audience and women (presumably with the introduction of as many as thirty new salads), though it would be hard to call its new strategy a game-changer. The ads, much like the restaurants they advertised, are aptly described by one executive as having "no pretense." [via Eater]